Travel, transport and tourism: Destination countries...

 

This paper details the 2004 campaign to increase hotel occupancy and tourism in Glasgow by repositioning the city as a vibrant, stylish capital of style. It targeted a 'pyramid' of opinion leader audi ...

This Bronze-Award winning paper discusses Historic Scotland's campaigns to get people to attend major one-off events at its properties. Press, radio, outdoor and TV were all used, as was a free weeken ...

Ireland was facing declining visits while EU tourism was growing. Although Ireland historically had managed to attract more than its fair share of US tourists, the magic was fading. Ireland’s booming ...

With a large number of well-known, well-funded competing tourism destinations, and confronted by real and perceptual barriers of distance, time and cost, the region of Newfoundland and Labrador faced ...

Despite a limited budget, the Virginia Tourism Corporation (VTC) had been a model promoter of state tourism for most of the second half of the twentieth century. In the late 1960s it began using the s ...

In 1998 the North Carolina Division of Tourism, Film and Sports Development, previously known as the North Carolina Division of Travel and Tourism, continued an advertising campaign ("Heritage& ...

Between 2000 and 2002 the number of visitors to Las Vegas dipped from 35.8 million to 35 million. Analysts blamed the slump on the terrorist attacks of September 11, 2001, and the sprawl of Native-Ame ...

The 2004-05 campaign for Visit London (formerly the London Tourist Board) resulted in a reversal in the decline of London's worldwide tourism share for the first time in ten years, and delivered £317 ...

Commissioned by the Ministry of Tourism of the Government of India, Incredible India aimed to persuade affluent Europeans to holiday in India. The campaign accounted for a 15.1% increase in inbound fo ...

A dual-pronged approach of qualitative and quantitative international research allowed VisitScotland to revolutionise brand positioning and consumer communications, leading to massive increased intere ...

This paper demonstrates that over 2003 and 2004, VisitScotland capitalised on the Adventure Sport phenomena by extending Brand Scotland to include adventure sports, strategically and creatively build ...

Prior to 1999, Lancashire had done very little marketing activity. However, in September of that year, the Lancashire Tourism Partnership approached Radford with a very simple brief: to ‘do something’ ...

Cumbria includes one of Britain’s most popular tourism destinations – the Lake District. The areas outside the central Lake District area are much less visited by tourists and have a rather negative i ...

The goal of this campaign was to generate, on an annual basis, 100,000 discrete requests for the state's Travel Guide vacation planning brochure. In the seven months since the campaign began, there we ...

Issue Five of BMRB International’s TGI Global Consumer Barometer succinctly studies holiday hotspots. Focusing on: Latin American’s dream of foreign travel; the holiday characteristics of Europeans; h ...

Tourism Victoria's Jigsaw campaign is the longest-running tourism campaign in the world, connecting with consumers and the tourism & advertising sectors. Over its 11 year duration, positive attitudes ...

Having successfully tendered for the Spring Breaks campaign for the Northern Ireland Tourist Board, FireIMC took on the challenging brief of changing consumer perceptions of Northern Ireland as a shor ...

In November 2000, Newcastle Gateshead Initiative (NGI), a public-private sector partnership (funded through its membership), was launched as the new destination marketing agency for the NewcastleGates ...

This campaign was mounted in the aftermath of 9/11 when tourism to Ireland fell, especially from the US. It was aimed at upscale travellers from Great Britain, Germany and France. The creative strateg ...

In 2001, reeling from the drastic effects of foot-and-mouth and 9/11 on Scottish tourism, the newly created VisitScotland (ex Scottish Tourist Board) embarked on an extensive brand-building and segmen ...

Historic Scotland is the government agency responsible for the built heritage of Scotland. They manage over three hundred properties including Edinburgh Castle, Stirling Castle, Urquart Castle and For ...

At the end of 2001 the British Tourism industry was suffering as a result of the aftermath of both the Foot & Mouth crisis and September 11th. Edinburgh and Lothians Tourist Board (ELTB)asked us to he ...

2001-2 campaign for Yorkshire Tourist Board, which had a desperate need to attract late visitors after disastrous year caused by the foot and mouth crisis, and to give Yorkshire a high profile during ...

Low budget campaign in 2000 for Hastings Hotels, a chain in Northern Ireland who had never advertised on TV before. Shows how a local advertiser can get national exposure in a niche market, targeting ...

This case describes Tourism Tasmania’s success in generating an additional A$17 million in tourism revenue from an advertising investment of A$1.3 million. The campaign focused on NSW, the state with ...

The paper outlines a campaign aimed at improving perceptions of and attitudes towards Manchester and to unite the various organisations set up to promote the city in marketing or financial terms. The ...

1997-2000 Tourism New Brunswick campaign in Quebec. Objective was to increase visitor levels from Quebec, by dominating advertising awareness, and then generating interest, inquiries, and action. Tour ...

Campaign (1997-2000) to reposition and revitalise Hamilton Island, the holiday resort. Previously, the resort had been suffering mounting losses as well as negative publicity about how the beauty of t ...

The role of advertising was to project Scotland 'the brand' in the most favourable and motivating light, and to create goodwill and commitment to the country. The campaign achieved, against all expec ...

Historic Scotland has two main functions - protecting Scotland's built heritage and promoting and presenting historical sites . This paper relates to the latter. The success of the campaign during 1 ...